Abstract
The purpose of this study was to determine the effect of green product innovation, green perceived quality to purchase intention moderated by lifestyle on stainless steel straw. There is a direct influence of green product innovation, green perceived quality, and life style to purchase intention. Lifestyle does not moderate the relationship between green product innovation and purchase intention. However, lifestyle moderates the relationship between green perceived quality and purchase intention. Based on the results, restaurants and cafes should use stainless steel straws because the consumers have a lifestyle with the perception that eco-friendly products can reduce the impact of environmental pollution therefore, they intend to visit restaurants and cafes that use stainless steel straws.
Highlights
Since long ago, the world has been preoccupied with contaminating plastic products, including Indonesia
The results show that there is a direct influence of green product innovation, green perceived quality, and life style to purchase intention
There is the effect of green perceived quality to purchase intention because consumers like eco-friendly products such as quality stainless-steel straws to reduce environmental pollution. They can be used many times compared to disposable plastic straws. Consumer lifestyles such as orientation on eco-friendly products affect purchase intentions since many people today are aware about the environmental of plastic waste, one of which is plastic straws polluting the sea
Summary
The world has been preoccupied with contaminating plastic products, including Indonesia. This is due to the large number of people in Indonesia who use plastic for their everyday’s life for the reason that it is much cheaper, practical than other materials. Products made from plastic such as plastic bags, food and beverage wrappers and others can pollute the environment because they cannot be rapidly recycled and take a long time to decompose. Based on the International Coastal Cleanup Report, ten types of waste that dominate the coastal world are cigarette butts, food wrappers, plastic bottle caps, plastic beverage bottles, beverage cans, plastic straws and stirrers, glass drink bottles, metal bottle caps, plastic shopping bags, and other plastics packaging (Oceanconservancy.org)
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